what does the statement imply: the charmers’ pretending nature or the deceitful essence of the notion of charm in general? Follow our lead and you won’t get lost regarding the translation of the charm language.
Charm and Strong Magnetism

Charming people have one very appealing quality which is called magnetism. So what actually is magnetism? Magnetism is a person's specific quality which makes him or her attractive to others, attractive on a special energetic level, the one that can only be felt on a strange telepathic level – often without touching or even communication.
The nature of magnetism is uncertain. There's no need even to look for it because it seems to be located beyond the understandable laws of nature and visible peculiarities of human relations.
Sometimes a person doesn't even have to be handsome or pretty in order to be talented in establishing magnetic connection with other people – the ones he or she directs his/her magnetism at. There are vivid examples when average-looking people turn out to be very charming and magnetizing. Sometimes no effort to establish magnetism is implied i.e. this magical connection appears between two people as if with the help of a magic wand.